Feed them facts: Value perceptions and consumer use of sustainability-related product information
Journal
Journal of Retailing and Consumer Services
ISSN
0969-6989
ISSN-Digital
1873-1384
Type
journal article
Date Issued
2014-07
Author(s)
Abstract
More than ever, consumers are demanding sustainable options on retail shelves. Retailers, however, are not finding clear evidence of the financial benefits for doing so. This study attempts to provide concrete suggestions to retailers on what kinds of sustainability-related information to provide to consumers. Our online study of approximately 3600 participants provides evidence that, when provided with full
information on all sustainability-related attributes, consumers make price/benefit trade-offs resulting in the selection of higher priced, more value-differentiated products. Further, when sustainability-related information is provided for some products and not for others, consumers will "punish" the nonsustainable
option. Managerial implications are discussed.
information on all sustainability-related attributes, consumers make price/benefit trade-offs resulting in the selection of higher priced, more value-differentiated products. Further, when sustainability-related information is provided for some products and not for others, consumers will "punish" the nonsustainable
option. Managerial implications are discussed.
Language
English
Keywords
Pricing
Value-differentiation
Decision-making
Choice models
Retailing
Sustainability
HSG Classification
contribution to scientific community
Refereed
Yes
Publisher
Elsevier Science
Publisher place
Amsterdam
Volume
21
Number
4
Start page
510
End page
519
Pages
10
Subject(s)
Division(s)
Eprints ID
231828